Lot of information can be found: introduction of the fish supplier, special features about growing it, basic facts it and health benefits. Newspaper principle is used to convey and supplement the concept. Each packaging contains a headline – "Zuvies zodis" (Fish word) and it is permanent, each description is a new column. There is a window through which a real fish is visible - as an imitation of picture. There are 6 categories differed by fish preparation: hot smoked trout, cold smoked trout, salted trout, smoked trout and trout products. They are separated by colours and specially created pattern referring each category. Colours are selected in Pantone scheme to always get the same result.